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One of the "Top 15 Emerging Leaders in
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Contents
Purpose Statement 00
Learning Plan 00
Sales Models 00
Programme Detailers 00
Purpose Statement
The Sales learning and development plan for the year 2009-2010 has been drawn up in accordance with core strategies of Airtel and the Sales and Distribution framework for
the year. Five core strategies are:
! Build new capabilities and skill sets of our people.
Hygiene Training
• Products / Processes / Systems / Grooming
• Classroom Training
TG Skill-building Training
Application of learning on the field • Selling Skills
• On-the-job Coaching • Merchandising
• TSM to coach – Channel Partner Employees • Key Account Management
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! Pre & Post Test ! Pre & Post Test ! Business KPIs: ! Work Place Projects
! Monthly JKQs ! Role Plays ! Gross Add / FSE ! Assessment & Certification by
(Web / SMS) panel
Measures ! TRR / FSE
! PEF Compliance
! Creation of content for the ! Creation of content ! Create the coaching framework ! Coordinate & identify the
programmes ! Delivery of programmes ! Audit & monitor the rigor of external faculty
Centum Learning's ! Create, execute & monitor JKQs coaching
Role ! Reporte JKQ Scores ! Measure KPIs
School of Bench Marking This school will be responsible for creating Bench Marks, sharing best Practices and would be responsible for Certification of the various
& Research Role Holders. This school works with all the other four schools of the university.
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One of the "Top 15 Emerging Leaders in
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Target Group
A Field Sales Teams and Distribution Channels
Mobility Sales
Role Holders 8 2 5 1
Pre FSE - Urban 12142 Post FSE/ DST 7053 Own Retail -TM 120 MT TSM 25
Pre FSE - Rural 5014 Post TSM 270 Own Retail - ZSM 51
Pre TSM 845 Own Retail - Head 16
RSO 1159 Own Retail - Manager 25
RD 15845 Showroom Manager 421
ZSM 404 CRO/CRE 2472
RS 1375
Navratna Retailers 11321
B Sales Leadership
Total unique role holders: 20 Total target group size: 58758 nos
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1. Sales Planning & Achieving Ability to achieve targeted business results using fair competitive practices. Use standard sales
Sales Targets approach to make sales calls.
2. Managing Territory Ability to work effectively in the assigned market, ensure adequate coverage and reach of the
products. Ensure adequate sales calls are made to key retailers.
3. Market Visibility Ability to ensure maximum visibility of the brand in the market place. Identify and acquire
strategic locations / points for display.
4. Relationship Building Ability to build strong relationships with the trade & channel partners to garner maximum
share of the market.
5. Promotions Management Ability to gain maximum outcome of the planned promotional activity (Trade / Consumer)
and evaluate effectiveness of the effort.
6. Managing Information Ability to manage critical information from the market place, analyze it to identify opportunities
and threats. Communication of important information acquired at the market place.
7. Team Management Ability to build a robust team to help achieve a big share of the market potential. Ability to
develop and groom team members to grow in the system.
8. Managing Key Accounts Ability to understand the needs of a key relationship account , develop and nurture accounts
to gain business.
9. Customer Handling Ability to manage customer expectations by providing service as defined by Airtel Service
Standards
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Transform to Grow...
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One of the "Top 15 Emerging Leaders in
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tif ied
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tel
i Air
hart
B
Sales
Champion
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text Dummy text
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Sales text Dummy text
Trainer
Sales Ability to
train peers /
Coach subordinates and
Sales Ability to coach take them to a
Practitioner’s level.
his subordinates /
Expert peers on
Knowledge and
Sales Ability to successfully
Skills.
handle a territory
Practitioner using his Knowledge
and Planning,
Ability to convert Implementation &
customers using Reviewing skills.
his Experience,
Knowledge and
Skills. 8
FSE – Postpaid JKQ Sales
Expert
JKQ
JKQ Sales Q8
Practitioner Q7
JKQ
Q6
Q5
Q4 Assessment
Q3 (1 Day)
Q2 Sales
Q1 Data based Refresher
Certification Selling (1 Day)
Customer (1 Day) On-the-Job
(1 Day) Coaching
Selling Handling On-the-Job
Foundation Skills (2 Days) Refresher - Coaching (2 Day)
Programme (2 Days) Product & (2 Day)
(2 Days) Process
(1 Day)
JKQ Sales Q8
Practitioner Q7
JKQ
Q6
Q5 Assessment
Q4 VAS@Retail (1 Day)
Q3 Territory (1 Day)
Q2 Sales Management
Q1 Data based Refresher (1 Day) On-the-Job
Certification Selling (1 Day) Coaching
Market (1 Day) On-the-Job
(1 Day) (3 Day)
Selling Visibility On-the-Job Coaching
Foundation Skills (2 Days) Refresher - Coaching (3 Day)
Programme (2 Days) Product & (3 Day)
(2 Days) Process
(1 Day)
JKQ Sales Q8
Practitioner Q7
JKQ
Q6
Q5 Assessment
Q4 Market (1 Day)
Q3 Sales Visibility
Q2 Data based Refresher (1 Day)
Q1 ASC Selling (1 Day)
Certification Functioning (1 Day) On-the-Job
(1 Day) On-the-Job Coaching
(1 Day) Coaching
Selling On-the-Job (3 Day)
Foundation Skills Refresher - Coaching (3 Day)
Programme (2 Days) Product & (3 Day)
(3 Days) Process
(1 Day)
JKQ Sales
Q8
Coach Q7
JKQ Sales
Expert Q6
Q5 Assessment
Q4 On-the-Job (1 Day)
Q3 On-the-Job Coaching
Q2 Sales Coaching (2 Days)
Q1 ASC Refresher (2 Days)
Field
Functioning (1 Day)
Field Coaching
(1 Day)
Selling Coaching (3 Days)
Foundation Skills (4 Days) Data based
Certification Selling
Programme (2 Days) (1 Day)
(2 Days) (1 Day)
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Ongoing Ongoing
Product,
(1 Day BLS)
Building
Data Based
Territory
Selling Skills Market Visibility Selling + Sales
Management
(2 Days BLS) (2 Days BLS) Refresher
(1 Day BLS)
(1 Day BLS)
& Research Implementation
Benchmarking Market Place
School of
Certification Certification
Certified
Year 1 (BLS) Year 2 (BLS)
Technology
Process &
Ongoing Ongoing
Foundation Product & Product &
Program Process Process
(2 Days BLS) Training Training
(ZSM) (ZSM)
ASC Functioning
& VAS
( 1 Day BLS)
School of Skill
Building
Sales Refresher
Selling Skills & Data Based Market Visibility
(2 Days BLS) FSE Certified Selling (1 Day BLS)
If scores >70% (1 Day BLS)
School of Market
Implementation
Place
Certification Certification
Certified
Year 1 (BLS) Year 2 (BLS)
If scores < 70%,
attends the
same programs
14 and comes back
for certification
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
RSO
Rural Sales Officer (Channel Partner) - Training Life Cycle
Year 1 Year 2
Profile of the RSO
Ongoing
Technology
Product &
Process &
Ongoing
Foundation Product & Process
Program Process Training
(4 Days BLS) Training (ZSM)
(ZSM)
( 1 Day BLS)
Building
Implementation
Place
Coaching Coaching
(4 Days BLS) (4 Days BLS)
Benchmarking &
Research
School of
Certification
Certification
Year 1 Certified
Year 2 (BLS)
(1 Day BLS)
If scores < 70%,
attends the
same programs
and comes back 15
for certification
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TSM - Prepaid
TSM – Prepaid Training Life Cycle
Year 1 Year 2
Profile of the
TSM
Ongoing Ongoing
Foundation Product & Product &
Program Process Process
(2 Days BLS) Training Training
(ZSM ) (ZSM )
VAS@Retail
& Customer
Sensitivity
School of Skill
(1 Day BLS)
Building
Certification
Certification
Year 1 Certified
Year 2 ( BLS)
(1 Day BLS)
If scores < 70%,
attends the
same programs
16 and comes back
for certification
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
ZSM - Prepaid
ZSM - Prepaid Training Life Cycle
Year 1 Year 2
Profile of the
ZSM
VAS
( 1 Day BLS)
Building
Certification Certification
Certified
Year 1 (BLS) Year 2 (BLS)
If scores < 70%,
attends the
same programs
and comes back
for certification 17
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Yes
School of Product
Technology
Process &
Ongoing Ongoing
Foundation Product & Product &
Program Process Process
(2 Days BLS) Training Training
(ZSM) (ZSM)
Consultative
Selling & CTA
Parameters
( 1 Day BLS)
School of Skill
Building
Implementation
Place
Certification Certification
Certified
Year 1 (BLS) Year 2 (BLS)
If scores < 70%,
attends the same
programs
18 and comes back
for certification
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
TSM - Postpaid
TSM - Postpaid Urban Training Life Cycle
Year 1 Year 2
Profile of the TSM
New Recruit/
Year 1 Certified
promoted at the
TSM
BAL
School of Product
Technology
Process &
Ongoing Ongoing
Product & Product & Data Products &
Process Process Application
Training Training ( 1 Day BLS)
(ZSM) (ZSM)
Foundation &
Managing Sales
(3 Days BLS)
School of Skill
Building
Implementation
Place
Certification
Certification
Year 1 Certified
Year 2 (BLS)
(1 Day BLS)
If scores < 70%,
attends the
same programs
and comes back 19
for certification
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New Recruit/
Promoted
Technology
Process &
School of
Ongoing
Product
VAS@Retail
&One Airtel
School of Skill
( 1 Day BLS)
Building
Key Account
Management
(2 Days BLS)
& Research Implementation
Benchmarking Market Place
School of School of
Certification Year
1
20
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
New Recruit/
Promoted
Technology
Process &
School of
Ongoing
Product
Coaching Coaching
(2 Days BLS) (2 Days BLS)
School of
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New Recruit/
Promoted
Technology
Process &
School of
Ongoing
Product
Coaching Coaching
(2 DayS BLS (2 Days BLS)
School of
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New Recruitment
Technology
Process &
School of
Ongoing
Product
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One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
New Recruit/
Promoted
Technology
Process &
School of
Product
Selling Skills
(2 Days BLS)
& Research Implementation
Benchmarking Market Place
School of School of
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Rural Distributor
Rural Distributor – Training Life Cycle
Year 1 Year 2
Profile of the
RD
New Recruit
Technology
Process &
School of
Ongoing
Product
Merchandising &
Selling Skills Managing
(2 Days BLS) Business
(1 Day BLS)
& Research Implementation
Benchmarking Market Place
School of School of
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One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
Channel Partners
Channel Partners – Training Life Cycle (New Roleholder in the Learning Plan)
Navratna Retailers Rural Super
Profile of the
Trainee
New Recruit
Technology
Ongoing
Process &
School of
Product &
Product
Process
Training
(RSO)
Foundation &
Foundation
Channel
Program & VAS
School of Skill
Engagement
(0 .5 Day BLS)
Managing (1 Day BLS)
Building
Customer &
Increasing
Counter Sales
(0.5 Day BLS)
& Research Implementation
Benchmarking Market Place
School of School of
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One of the "Top 15 Emerging Leaders in
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Sales Models
for
Airtel Mobile Services
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One of the "Top 15 Emerging Leaders in
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Programme Detailers
31
One of the "Top 15 Emerging Leaders in
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Prepaid
Mobile Services
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}
uniqueness and nuances of the rural landscape. He needs to ! ‘OPEL’ for new outlet acquisition
be well versed with the typical buying patterns and
distribution models of this market. The RISE programme will Business The programme equips the participants
with a structured approach to selling in
! Understand how to be more effective and efficient in
managing his distribution channel
the rural context, leading to the
equip him with necessary knowledge and skills essential for Benefits following business benefits:
effectively managing the rural distribution network. The
Workplace Application
market-specific modules and techniques will help him plan Reduction in lag time in New }
his sales strategy better. Town Launches
Selection of ‘right-fit’ channel partners
and sales force (RS, RD, FSE)
} The programme finds high application for sales teams
involved in increasing distribution width / sales in the
The programme has been crafted after an in-depth study of rural context.
the needs and challenges of the rural market and is tailor Implementation of a rigorous }
made for this context. It covers the entire spectrum of
relevant knowledge & skills starting from an intro on telecom,
Increase in the sales conversion
ratio through the use of Airtel-
} system to ensure high
productivity of the channel
Who should attend?
rural markets & a day in the life of a rural market RSO The programme is highly recommended for fresher RSOs or
extending up to all relevant processes and associated soft
specific sales processes
High-task orientation and } experienced sales officers who are making an entry into the
skills. True to its name, RISE lays the foundation for a
structured sales approach to ensure higher levels of
Increase in visibility and
sales through effective
} focus in RSO towards goals
leading to enhanced
rural market.
merchandising productivity
productivity and efficiency. Duration: Four Days
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
}
telecom, rural markets & a day in the life of a rural market ! Be more effective and efficient in managing his
FSE extending up to all relevant processes and distribution channel
associated soft skills. This program is aimed at bringing Business
The program equips the participants
about excellence both in terms of sales numbers and
quality of services provided to the customer. The market-
Benefits with a structured approach to selling
in the rural context, leading to the Workplace Application
specific modules and techniques will help the FSE plan following business benefits:
his sales strategy better. The program finds high application
Implementation of a rigorous } teams involved in increasing distribution
Programme Highlights
}
Increase in the sales
conversion ratio through
system to ensure high
productivity of the channel
width / sales in the rural context.
TSM, Urban
Foundation Level What do the participants gain?
Operational Excellence for Urban By the end of this programme, the participants will be able to:
Territory Sales Manager ! State the growth story of Bharti group
! Define Airtel’s Vision and its brand essence
! List the Key Responsibility Areas (KRA’s) of a TSM
India is the fastest growing Telecom market in the world.
! Demonstrate the benefits of the products & services
It is forecast that about 300 million mobile subscribers
would be added between 2007 and 2010 alone in India.
Programme Highlights being offered by Airtel Pre-paid Mobile segment
! State the importance of adherence to process
As a result, the number of telecom players is also likely ! Tailor-made for the Airtel Urban pre-paid TSM with each
! Perform relevant selection & management activities for
to go up in the near future leading to intense
module drawing from the whats & hows of his day-to-day life FSEs & Distributors
competition in the telecom market. In such a scenario,
! Covers the entire width & depth of the subject – products, ! Demonstrate ‘Pre - SIGNOR’ - The Airtel Sales Approach
the success
of the service provider would depend on its ability to sell processes, sales approach and management skills to increase sales
! Ample drill & practice sessions to bridge the learning-doing gap ! Apply ‘OPEL’ Approach for new outlet acquisition
effectively. A Territory Sales Manager (TSM) being a key
! Pre & post tests coupled with certification assessments to ! Explain how to maintain different reports required to
link in the Sales Value chain plays a key role in helping the
organization exceed its Sales targets. To be effective in ensure transfer of learning enable effective monitoring and feedback
his role, the TSM needs to be equipped with the relevant ! Highly interactive methodology comprising role plays,
product knowledge, selling skills and supervisory discussions, case studies etc. to keep the learners actively
qualities. involved the learning process. to keep the learners actively
Learning Methodology
involved the learning process.
The Program uses a highly interactive methodology of
Customized for the TSM’s Needs activities, simulations, exercises & discussions through
}
scripts, real life case studies, illustrations to ensure transfer
To succeed, it is critical for a TSM to be equipped with both of learning. Unique interaction modals like Pre – SIGNOR
knowledge of products & processes along with managerial Business The program equips the participants with a
structured approach to selling pre-paid and OPEL have also been used effectively.
skills. The TSM must know about Airtel products and how to products & services in the Urban Market,
Benefits leading to the following business benefits:
sell them. He should be able to manage key activities like
target setting, distributor / FSE management, geographical Workplace Application
planning etc. He must also be thorough with the different
Clear understanding or roles & } Enhanced productivity }
responsibilities leading to focus on
customer acquisition processes. The program finds high application for TSMs involved in
goals & managing his team
managing FSEs & distributors for success in the Urban
The program has been built based on an extensive Implementation of a } and sales force
}
Selection of ‘right-fit’ distributors pre-sales segment.
understanding of the dynamics of the Urban Prepaid market rigorous system to ensure
environment and is equipped to build an understanding of high productivity
the Products, Processes and Sales & Distribution model of the
Increase market penetration } Who should attend?
Urban Prepaid Market. The robust design & learner focused
pedagogy aim at making the TSM effective in his role and
Reduction in lag time in New
Town Launches and New
} through new outlet
acquisition The program is highly recommended for Urban Territory
Sales Manager (Pre-paid Segment).
thus set him up for success. Outlet Acquisitions
35
Increase in the sales conversion ratio through
the use of Airtel-specific sales processes
} Duration: Two Days
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
}
and knowledge to build a strong sales force for the videos, role plays, games and exercises to capture the
company. The program has been crafted after an in-depth interest the participants.
study of the needs and challenges of the rural market and Business The program trains the participants on
effective selling practices and leadership
is tailor made for this context. skills taking them to a higher level in terms
Benefits of performance and productivity. This would
result in a number of business benefits: Workplace Application
Why Professional Selling Skills ?
Improvement in RSO’s approach to sales planning and } This advanced program on professional selling skills will
territory management would automatically ensure better help the RSO to be a more effective leader and improve his
PSS is an advanced program crafted for RSOs who have market coverage and increased sales ability to manage sales in his territory.
knowledge of Airtel’s products, processes and acquisition
Effective demonstration of skills}
models. The PSS program takes a professional approach to
managing sales and provides rigorous training in improving Seamless use of Airtel } leading to higher confidence Who should attend?
acquisition methodologies
the overall productivity and efficiency of the sales force. It
grooms the RSO in becoming a more effective leader and
leading to a higher success
rate
By coaching and mentoring
the rural sales team, the RSO
} The program is recommended for RSOs who have already
attended the foundation program and have a basic
takes him to the next level in all his core functions such as understanding of Airtel’s products, processes and
Territory Management and Sales Planning. The program As he imbibes more leadership }
qualities and skills, he will be able
can help them become
better professionals and methodologies.
dwells at length on the “coaching” aspect of the RSO’s role achieve higher levels of
and uses real-life situations and cases to help him deal better to motivate his sales team to productivity and efficiency
deliver better results Duration: Two Days 36
with his team members.
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PARICHAY
Introduction to Airtel
Business
Benefits } The program equips the participants with a
structured approach to selling and managing
in the rural context leading to the following
benefits to the business:
Workplace Application
This advanced program on professional selling
PSS is an advanced program crafted for TSMs who have Improved knowledge of } Improvement in TSM’s approach to } skills will help the TSM to be a more effective
products and procedures sales planning and territory
knowledge of Airtel’s products, processes and leader and improve his ability to manage sales
would lead to better sales management would automatically
acquisition models. The PSS program takes a professional interactions & ultimately
in his territory.
ensure better market coverage and
approach to managing sales and provides rigorous higher conversions increased sales
training in improving the overall productivity and efficiency of
the sales force. It grooms the TSM in becoming a Seamless use of Airtel } }
Effective demonstration of skills
leading to higher confidence
Who should attend?
more effective leader and takes him to the next level in all his acquisition methodologies The program is recommended for Urban TSMs
core functions such as Territory Management, Sales leading to a higher success rate
By coaching and mentoring his } who have already attended the foundation
program and have a basic understanding of
Planning and overall management of daily sales. The program
dwells at length on the “coaching” aspect of the As the TSM becomes a more } team members, the TSM can
help them become better Airtel’s products, processes and methodologies.
effective leader, he will be able professionals and achieve
TSM’s role and uses real-life situations and cases to help him to motivate his sales team to higher levels of productivity
deal better with his sales executives. deliver better results
Duration: Three Days
and efficiency
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
Learning Methodology
The program uses a mix of activities, simulations and
Professional Selling Skills exercises for effective acquisition of knowledge & skills.
Besides the regular practice sessions, this program also
FSE Urban Level -1 makes use of a number of innovative tools to capture the
(Pre-paid) interest and imagination of the learners:
Demonstration of simple ideas through popular movie clips
? Quiz designed on the pattern of a popular TV program -
KBC
The Indian telecom market today is characterized by
? Crossword puzzles and games
phenomenal growth, increasing levels of competition and
? Role plays and innovative exercises at every step
everchanging market dynamics. Market leaders, who have
managed to hold on to their positions so far, cannot ? Use of interesting illustrations and real-life case studies
afford to be complacent with their success. It is becoming Programme Highlights
increasingly important to create a business strategy that
! Overview of Airtel products and processes
What do the participants gain?
would ensure continued growth even as market
! Tailored for the Airtel Urban pre-paid FSEs who have an By the end of this programme, the participants will be able to:
conditions get tougher. While it is important for service
companies to have a customer-oriented sales approach, it understanding of Airtel’s approach to acquisition ! Understand their roles & responsibilities as Urban FSEs
is equally important to ensure consistent quality across all ! Rigorous training on company’s successful sales practices ! Revise their knowledge of Airtel’s mobile pre-paid products
interactions with the customer. (Pre – SIGNOR and OPEL) ! To manage critical information from the market place,
! Rigorous drill & practice sessions to ensure that the analyze it to identify opportunities and threats.
Apart from being well-versed with the company’s existing skills of participants are taken to the next ! Develop expertise in Airtel’s structured Sales Approach–
products and processes, the frontline sales team also ! level and rough edges smoothened “Pre - SIGNOR”
needs professional skills in dealing with the customer. The ! Certification assessments to ensure transfer of learning ! Develop skills in implementation of the New Outlet
PSS (Professional Selling Skills) program has been ! Interactive methodology to keep the participants involved Acquisition Approach- OPEL
designed to build the requisite competencies and improve ! Identify problems and issues at every step during sales
and translate their learning into real life
the skill level of the Urban Field Sales Executive (FSE). The interactions and practice ways of effectively dealing with
}
program takes an in-depth view of sales transactions and them
provides rigorous training in dealing with the customer. ! Understand the use of different reporting formats and
Business The program trains the participants on
effective selling practices, taking them to a collecting information on daily sales, product movement
Why Professional Selling Skills ? higher level in terms of performance and and competition
Benefits productivity. This would result in a number
of business benefits:
PSS is an advanced program crafted for sales executives who Workplace Application
have knowledge of Airtel’s products, processes and Clarity of one’s role & responsibility leading} This advanced program on selling skills will help the FSE be
acquisition models. It aims at taking the FSE to the next level to smooth working & high motivation and more professional and refine his sales approach. It takes the
ultimately to low attrition sales executive to the next level in sales skills and
by improving his selling skills and grooming him on the
company’s successful selling practices. The program dwells at Improved knowledge of products and procedures
would increase the confidence of FSEs, thus
} competencies, thus ensuring greater success his transactions.
Postpaid
Mobile Services
41
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}
The Objectives
coaching and mentoring his subordinates.
To succeed, it is critical for a TSM to be equipped with both Business The program equips the participants with a
structured approach to selling
knowledge of products & processes along with managerial postpaidproducts & services, leading to the
skills. The TSM must know about Airtel products and how to Benefits following business benefits:
sell them. He should be able to manage key activities like
} Workplace Application
target setting, distributor/FSE management, geographical
planning etc. He must also be thorough with the different
Clear understanding or
roles & responsibilities
Implementation of a rigorous system
to ensure high productivity.
} The program finds high application for TSMs involved in
leading to focus on goals managing FSEs & distributors for success in the pre-sales
customer acquisition processes. The program has been built
& managing his team.
based on an extensive understanding of the dynamics of the
postpaid market environment and is equipped to build an } }
Increase in the sales conversion
segment.
Enhanced quality of sales ratio through the use of Airtel-
understanding of the Products, Processes and Sales & through mapping of specific sales processes.
Distribution models. It helps a TSM understand, identify & customer’s needs with that Who should attend?
match customer's needs to products through a FAB analysis. of the products’ features, By coaching and mentoring } The program is highly recommended for the Territory Sales
advantages & benefits. his team members, the TSM
The program also aims at grooming the TSM in becoming a
more effective leader. It dwells at length on the “coaching” As the TSM becomes a more } can help them become
better professionals and
Managers (post-paid segment), particularly those who have
recently taken on a managerial role.
effective leader, he will be able to
aspect of the TSM’s role, and uses real-life situations and achieve higher levels of
motivate his sales team to deliver
cases to help him deal better with his sales executives. better results.
productivity and efficiency. Duration: Three Days
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
The Objectives
Success In sales
Urban Field Sales Executive
(Post-paid)
Programme Highlights
Business
Benefits } The program aims at equipping the
participants with the necessary skills for
enhancing his performance at the workplace.
Taken forward, the following benefits can
accrue:
Speedy induction into the }
India’s mobile market has been witnessing a tremendous
growth pace in recent years. From a humble start in the ! Tailor-made for the Airtel Urban post-paid DSA/CAS FSE
Greater confidence in FSEs
while interacting with
} ‘Airtel way of life’ and hence
faster ramp up on
1990s, it has come a long way today, aided by higher with each module aimed at his effective induction in Airtel. customers, thus leading to
subscriber volumes, lower tariffs and falling handset ! Covers the entire width & depth of the subject – industry, higher conversions.
prices. India had almost 350 million mobile subscribers in roles & responsibilities of an FSO, products, processes and Higher instances of ‘First time }
early 2008 and analysts predict that this number could
cross 737 million by 2012 making it a $37 billion industry.
sales approach.
! Showroom visits, activity demos, workgroup exercises, and
Consistency of customer }
experience in accordance with
right’ and hence minimization
of learning errors.
During this period, the post-paid subscriber base is ample drill & practice sessions to ensure skill building. the brand attributes of Airtel as
expected to grow at 15% compound annual growth rate ! Written tests for all modules followed by certification all FSEs talk the same language. Higher level of customer }
(CAGR) leading to a customer base of 53 million. The Field assessments to ensure transfer of learning.
satisfaction in the post-paid
Sales Executive (FSE) plays the most important role the ! Highly interactive methodology comprising role plays, }
Increase in visibility and sales. segment of mobility.
Airtel Sales organization. For the organization to succeed,
discussions, case studies etc. to keep the learners actively
the FSE needs to have complete product knowledge,
involved the learning process.
cutting edge selling skills and excellent process Methodology
orientation. The need for these skills becomes more
pronounced in the post-paid segment as the customer What do the participants gain? The program uses learner-friendly methodology of role
there expects a life-long and smooth relationship with the By the end of this programme, the participants will be able to: plays, case studies, discussions, work book exercises and
provider and for him the FSE is the face of provider ! State the Vision, Values & Brand Essence of Bharti Airtel.
field visits to ensure transfer of learning & development of
through the lifetime of the relationship. skills. The program also stresses on rigorous testing and
! Explain different terms used in the mobility segment of
ends with a certification exercise.
the Telecom industry.
! Explain the importance of his role and responsibilities as
Why ‘Success in Sales’? an FSE. Workplace Application
! List the attributes, skills and knowledge required to be an
True to the dictum of ‘Well begun is half done’, the ‘Success
in Sales’ program aims at the right induction of the FSE. The
productivity of an FSE depends upon his in-depth
effective FSE. Learning and Development
! Explain the products & tariff plans being offered by Airtel
The basic objective of the program is to equip new entrant
FSEs with skills for Performance at Workplace & to utilize
understanding of the business, the market, product benefits
and his skills in influencing the customer & acquiring a sale.
Mobile segment
Mandate
! Understand & explain the importance of the elements of
personal effectiveness skills for enhanced performance. The
program thus finds high application for DSA/CSA FSEs who
are new joinees.
The program inculcates the right habits & right skills to the sales preparation phase.
ensure speedy ramp up in productivity and minimization of Airtel Mobile Services
! Understand & explain the ‘Airtel Sales detailer’.
errors. Besides giving an overview of the Telecom industry, the ! Learn the process of filling CAF.
Who should attend?
program provides the new entrant FSE with knowledge on ! Demonstrate the Airtel structured sales approach ‘GO-
Airtel as an organization, its post-paid products and the The program has been designed for Field Sales Executives
GETSALE’. who have recently joined and are involved in outbound sales
cutting-edge Airtel Sales Process. This enables him to make ! Demonstrate the Airtel complain-handling process ‘HEAT’
an immediate impact on the customer and become of post-paid products.
! Understand how to fill the various reports/documents..
productive from day one. ! Demonstrate the filling of various Sales formats.
Duration: Three Days www.centumlearning.com
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
Dial-a-Postpaid
For the Call Center Executive
Methodology
From a humble start in the 1990s, India’s telecom industry
has come a long way today, aided by higher subscriber Programme Highlights The program effectively uses facilitator led discussions,
volumes, lower tariffs and falling handset prices. India had drill-practice & role plays complemented with work book
! A niche program that focuses on building lead generation
almost 350 million mobile subscribers in early 2008 and exercises to ensure transfer of learning.
analysts predict that this number could cross 737 million by capabilities in CCEs through effective customer interaction
2012. While the prepaid mobile segment forms a major over a toll free number.
part of the user community, the post-paid the post-paid ! Covers the entire canvas of Airtel Mobility’s postpaid
subscriber base is growing at about 15%. In order to tap products and processes What do the participants gain?
the untapped potential of the post-paid segment, Airtel has ! Focus on telephone etiquette, communication skills,
knowledge about the buying & selling cycle and hands on By the end of this programme, the participants will be able to:
come up with an innovative way of selling through ‘Dial-a-
Postpaid’. Almost like a neighborhood ‘Dial-a-Pizza’ outlet, practice on CRM. ! Demonstrate the understanding of the concept of Dial-
Airtel wants to create an image of accessibility and ! Facilitator-led discussions complemented with numerous a-postpaid.
friendliness among the people. It wants to make the practice sessions & exercises for effective knowledge gain ! List the post-paid products being offered by Airtel.
process of selling mobile services as simple and as popular & skill building. ! Explain tariffs and list the Value Added Services (VAS)
as perhaps ordering a pizza round the corner. The Call ! Knowledge & skill certification to ensure that the CCE is offered with postpaid connections.
Center Executive (CCE) is like the face of the organization productive on the process from day one after training. ! Demonstrate effective telephone & communication skills
for such services. For the organization to succeed, CCEs ! Highly interactive methodology to keep the learners during ‘customer interaction’.
need to have complete knowledge about Airtel’s products actively involved the learning process. ! Explain the buying & selling cycle and demonstrate the
}
and services. He also needs to be groomed in handling application of the same to the selling process.
firsttime callers sensitively and effectively to be able to ! Demonstrate the use of CRM in Dial-a-Postpaid.
generate sales leads. Business The program aims at developing a clear
understanding of Dial-a-Postpaid in the CCE.
Benefits Taken forward, the following benefits would
accrue: Workplace Application
Why Dial-a-Postpaid? Excellent understanding
of the Dial-a-Postpaid
} Effective lead generation leading} The basic objective of the program is to ensure that the
participants are able to demonstrate effective selling skills
to higher probability of sales
concept, process & conversion and enhanced over the phone with required telephone etiquette and
application thus ensuring productivity customer service skills. The program thus finds high
The “Dial-a-postpaid” program has been built to build effective
lead generation capabilities in the CCE. The program covers the
effective lead generation
at the call center.
}
Improved customer satisfaction. application for Airtel Mobility’s CCEs involved in the process
of lead generation through this service.
Quality leads would also} Better word-of-mouth publicity by}
entire gamut of knowledge & skills required to effectively
influence the customer through a toll free number and lead to lowering of sales the post-paid customers leading to Who should attend?
generate a sales lead. It also involves skill building on using through cold calling and more referrals and lead generations.
CRM application for the purpose. The program effectively thus better sales
mobilizes the tools of facilitator-led discussions, drill & practice conversion ration.
} The program is suited for CCEs involved in promoting ‘Dial-
Development of effective}
Knowledge built of Airtel
a-Postpaid’ services and managing all related customer calls.
and assessments to build customer interaction & lead post-paid products & skills
generation capabilities in the CCEs. telephone, communication, built on the CRM application
probing & query resolution skills leading to enhanced Duration: Three Days
45
which are in fact life skills. productivity of the CCE www.centumlearning.com
snoituloS gninraeL evitceffE rof ediuG
}
him effectively execute the process and satisfy the The basic objective of the program is to develop an
The program aims at developing a clear
understanding of the mcommerce process & applications to
customer. Business understanding of Airtel’s m-commerce
application & customer management tool in resolve customer queries and complaints. The program thus
Benefits the CCE. The following benefits would accrue: finds high application for Airtel Mobility’s CCEs who
handle mcommerce related calls.
Why M-Commerce on Airtel? Excellent understanding of the m- }
Effective customer query } Commerce concept, process &
application to ensure error free
To ensure that Airtel’s M-Commerce services are lapped up by
resolution leading to higher
transactions at the call center.
Who should attend?
credibility of the tool
users, the Call Center Executive (CCE) has a number of The program is ideal for CCEs involved in resolution of m-
important functions to perform. He has to promote this new }
Better word of mouth publicity by satisfied Improved
customer
} commerce related queries & complaints.
service in a way that it satisfies the needs of the existing customers leading to more customers
customers; he has to answer all their queries regarding subscribing to the service. satisfaction.
process and execution; and he also has to address all their Duration: One Days
doubts and concerns about potential problems. The ‘M- Effective query resolution leading
to lesser customer complaints
} Skills built on the m-commerce}
Commerce on Airtel’ program provides the CCEs with all the process & application leading to
and lower number of customer
relevant knowledge and information to carry out these enhanced productivity of the
calls at the call center.
CCE.
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
Modern Trade
47
snoituloS gninraeL evitceffE rof ediuG
The Objectives
The ‘Sales Promoter - Foundation Program’ has been specially
Business
Benefits } The program aims at equipping the
participants with the necessary tools and
aids which he can use to sell effectively.
Taken forward, the following benefits can
accrue:
The basic objective of the program is to enable the
participant to acquire knowledge about Airtel’s products,
selling processes and acquisition models.
The program finds high application for sales promoters at
created to groom the sales executives at promotion counters }
Clarity of one’s role & High confidence on account of good
product knowledge, thus leading to
} Airtel counterslocated in modern superstores.
responsibility leading to
in super stores. The program not only trains them on
smooth working & better better customer interactions &
behavioral skills, but also provides all the relevant knowledge performance. ultimately higher conversions.
Who should attend?
about Airtel, its products, processes and acquisition models. The program has been designed for Sales
The program uses an interactive methodology to help
participants become acquainted with various aspects of
}
Increase in the sales conversion
ratio through the use of Airtel- Enhanced quality of sales }
Executives/Promoters at promotion counters in supermarkets
or large departmental stores.
selling, merchandizing and customer service. It effectively specific sales processes. through mapping of
customer’s needs with that of
uses real life scenarios & role plays to train them on Airtel’s
successful sales approach such as ‘GLADDEN’ to improve
}
Increase in visibility and sales the products’ features.
Duration: Two Days
through effective merchandising.
their performance.
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
Reward &
Recognition
49
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
Certificate of Excellence
L E A R N I N G PA S S P O R T
Date:
Circle / Hub: Bharti Airtel Limited Sanjeev Duggal
CEO & Executive Director
Centum Learning Limited
Issued by
Centum Learning Limited
Date:
L E A R N I N G PA S S P O R T
Certificate of Excellence
50
Three secrets to Success
51
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
52
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
1 Training Calendar
Guiding Principles:
! The mandate for year 2009-2010 detailing the role holder wise learning plan, coverage, trainer man days and budget has been defined and approved
! Centum Learning would ensure availability of the requisite number of certified trainers at all times to ensure coverage of role holders as per the mandate
! Circle Training Head, Centum Learning would update the load chart, capability quotient dashboard and TMC calendar on a regular basis. In addition, he would
keep business updated through a rolling three month calendar
Process:
2. CTH to compile all the zonal training calendars and prepare a consolidated calendar and match Centum Learning 24th of
it against the mandated learning plan (Refer the RLP in the training mandate document) CTH every month
3. CTH to submit the three monthly training calendar to S&M / DH for signoff CTH 24th of Point # 6
every month
4. CTH to upload the signed off training calendar in the ‘Trainer Tracker’ software for visibility at CTH 26th of
national & CTH level for tracking performance and printing participants material every month
5. CTH to raise an indent for PR / PO (Purchase Requisition) with BAL Finance as per the Training CTH 26th of
Calendar sign off every month
6. In case of sign off not happening, the same to be escalated by the CTH to the BAL COO & Centum Learning 28th of BAL Hub - CMO
Centum Learning Regional Training Head for further action Hub Lead every month & Head - L&D
7. Any deviation to be captured in the “National Weekly Dashboard” and copy of the same to be Centum Learning 28th of BAL Hub - CMO
marked to CMO & Head-Sales & Distribution Hub Lead every month & Head - L&D
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snoituloS gninraeL evitceffE rof ediuG
! ZSMs to deliver a minimum of two days of training in a month and publish a calendar with the ZBM & Centum Learning CTH
! Centum Learning will develop the content only in English. Any translations required in local language will be carried out by BAL Circle marketing team
Process:
2. Centum Learning to provide content to ZSMs atleast two working days in advance of the Centum Learning 2 Working Days BAL
refresher class and if required booting to be given to ZSMs CTH in Advance Distribution Head
3. Circle specific customization with respect to Products / Processes / Systems etc. would be Centum Learning
customized to each CTH requirement by the Centum Learning SPOC in the CTH CTH
4. ZSM to submit the ‘Attendance Sheet’ of the participants to Centum Learning CTH with BAL ZSM Within 48 hrs of ZBM
a copy to ZBM the training programme
5. Centum Learning to conduct JKQ on a monthly basis to check the product / process Centum Learning Monthly
knowledge and gap CTH
54
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
! BAL TSMs to coach at least 15 FSEs in a month and enable them to ensure two contacts per FSE in a quarter
! TSM, RSO & TMC are required to maintain the ‘Coaching Diary’ while coaching
2. TMC to fix a location of the meeting with TSM, ensuring that both attend the Distributor TMC & TSM 2 Working Days
Gate meeting in Advance
2. TSM / RSO to start the coaching from the Distributor location in the morning, after conducting TSM / RSO
the Gate Meeting. (must to carry the Coaching Diary)
3. Submit the coaching report to the ZSM & ZLT with cc to ZBM TSM / RSO Within 48 hrs of
Coaching
4. Audit to be done by the ZLT / CTH to check the understanding of the coaching model TMC Bi-Monthly BAL
Distribution Head
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snoituloS gninraeL evitceffE rof ediuG
4 Other Guidelines
1. Keeping in view effectiveness of training, the recommended batch size is 15 participants per programme. In case there are less than 10 participants, a special
approval to be taken from the ZBM / S&M Head / VP – Operations to conduct the batch.
2. The Circle HR Training Coordinators to organise venue, ensure participation and provide necessary administrative support.
3. All programs for FSEs to be organized at a Zonal Level. In case there are inadequate number of participants, multiple zones may be merged for training. However,
this has to be done with the consent of the ZBM.
4. The training programs should be scheduled across the week and not concentrated on the weekends (Friday / Saturday / Sunday).
5. 90% of the training to take place at in-house venues like Distributors / Centum Learning / BAL premises; avoid hiring venues wherever possible.
7. Regular Product & Process updates for the FSE / DST / Promoter to be conducted by the respective ZSMs/ ZBMS to ensure that all role holders in the channel are
updated regularly.
8. Any cancellation of training program/ coaching to be intimated in writing (email) to Centum Learning CTH Lead, three working days in advance, otherwise a
cancellation cost of 50% will be charged.
9. A defined certification path has been planned which needs to be adhered to for certification of this group.
10. Training programs are being designed centrally and are being validated by the Sales & Marketing heads and the Steering Committee before implementation.
This is to ensure standardization of input for various role holders.
11. There is an annual certification plan in place which would be communicated shortly. This will capture the tests held post programs, role plays and monthly JKQs
that would be conducted for TSM / RSO and channel partner employees.
12. The channel partner (FSEs, RDs, and CRO/CREs) to be charged Rs. 275/- per day / participant / training day
13. Printing of all learning tools (workbooks, sales aids etc) to be printed by Centum Learning and billed to BAL CTHs.
14. The bill for content creation charges would be raised centrally and debited proportionately among all CTHs.
15. Any additional cost incurred for developing learning aids, sales aids would be distributed proportionately among all CTHs on a regular basis.
16. HR training coordinator to support participation of the respective TSM/ZSM in training programmes.
56
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
17. HR Training coordinator to coordinate with TSMs for the Channel Partner programs
18. ZBM / ZSM / TSM / RSO / Sales Head to support participation in programs involving BAL and Channel partner employees. At least VP -Operations should be present
during the program.
19. A senior member from the Sales team to inaugurate all the programs and set participants’ expectations before training begins.
20. Centum Learning to manage data of BAL and Channel Partner employees undergoing training and keep track of the entire certification process.
21. Testing of the FSE / DST / Promoters on knowledge and skill would be done as part of the training program conducted by Centum Learning and records would be
maintained systematically to ensure that the certification path is being followed.
22. If the FSE / DST / Promoters do not meet the certification criteria, they would be given two opportunities to clear the Job Knowledge Quiz in one month (15 days
each). Then the necessary decision can be taken by the Distributor / TSM / ZSM / Centum Learning (in case such teams are on their rolls)
23. All new TSMs / ZSMs to undergo the Foundation Program as soon as they join the organization.
24. A newly appointed TSM/ RSO would work in the field on the following conditions,as a pre-requisite for undergoing NHIP:
b. ZSM to align existing TSM / RSO for market visits over the next 2-3 days to understand market operations & sales management practices.
c. ZSM to set up a meeting with Zonal CSD team to understand post acquisition processes in the customer life cycle.
d. ZSM to set up meetings with local Network team to understand basic technologies and coverage- related issues in the Territory, the TSM / RSO has been
aligned to.
25. Travel, lodging & boarding expenses in case of RSO / TSM/ ZSM, if required, is to be borne by BAL and in case of FSE, CRO / CRE, RD, it is to be borne by the
channel partner.
57
Index of Abbreviations
ARC - Airtel Relationship Centre RD - Rual Distributor
MT - Modern Trade
PO - Purchase Order
PR - Purchase Requisition
58
Centum Learning Limited
Centum Learning Limited, a Bharti associate, provides end-to-end learning and Centum Learning's unique strength lies in its rich experience in the learning and development
skill-building solutions to several large corporates. It provides solutions that domain across different industry verticals. With more than 400 learning and development
impact business performance through enhanced employee productivity, customer specialists located pan India, Centum Learning currently works with Bharti Airtel and other
profitability and effective talent transformation. Centum Learning has been Bharti Group companies like Bharti AXA Life Insurance, Bharti AXA Investment Managers, Bharti
adjudged as one of the ‘Top 15 Emerging Leaders in Training Outsourcing’ 2009 Wal-Mart, Bharti Retail, Bharti Infratel, Comviva Technologies, Bharti Del Monte, Bharti Realty
Worldwide. and Bharti Foundation to impact business goals in a dynamic environment.
Focused on 'People and Processes', its solutions cover the entire spectrum ranging Besides, Centum Learning partners a host of leading organisations such as American Express,
from Learning Process Outsourcing, Custom Content Development, Training Genpact, Maruti Suzuki, Delhi Airport, PepsiCo, HCL, Cummins, LG, JCB, Deutsche Bank, Motilal
through Blended Learning Programmes, Executive Coaching, Performance Oswal, Blue Dart, Kaya, CEAT, Everest Industries etc.
Coaching to Process management and Certification. It also focuses on building
industry specific skills at the entry level for the service sector. In sum, Centum Learning is committed to being the most admired learning and skill
development partner, enabling sustainable transformation.
Deans...